on market response functions which have been assumed when fixing the planned marketing budgets, prices and quantities …

of ICLV models in marketing remain rare. We extend previous ICLV applications by first estimating a multinomial choice … to encourage more widespread application of this appealing model class in the marketing field. …

Das Internet hält auch für die Marktforschung eine Vielzahl neuer Möglichkeiten zur Sammlung von Erkenntnissen bereit …

cross-category interrelationships and provide marketing managers eith only very limited recommendations regarding decition … making. The latter type of models focus on estimating the effects of category-level marketing mix variables on purchase …

also being captured at IUBH, in particular in the Bachelor & Master program "Marketing management". In this paper, six …, Erfurt, Hamburg, Munich and Vienna to analyze sustainability topics within marketing. More specifically, the paper describes … and by creating a marketing plan. Overall, this paper gives a holistic view for teaching staff on how to incorporate …

marketing industry of how to benefit from them. …

book explains how crowdfunding campaigns have to be fully integrated with strategic marketing plans and require a solid … for applying strategic marketing in the context of crowdfunding in sports clubs, introduces the key characteristics of the … segments of the campaigns' funders, and presents recommendations for developing marketing-mix programs to target them. This is …